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Geear & BR Telco

From three automation platforms to one HubSpot powered marketing engine

BR Telco had ended up using three automation platforms over time. HubSpot for prospect workflows, Marquis for member communications, and Digital Onboarding for a separate use case. Geear helped BR Telco fully retire Marquis, migrate its legacy member workflows into HubSpot, and consolidate marketing into one more flexible, user-friendly platform.

The Challenge

BR Telco’s migration challenge was bigger than simply rebuilding emails in a new system. The real issue was a fragmented marketing environment, dependency on a legacy platform they no longer trusted, and the complexity of moving sensitive member data into HubSpot in a usable way.

Fragmented platform stack

Fragmented platform stack

Over time, BR Telco used three different automation platforms for different jobs. That created duplication, made it harder to manage marketing in one place, and forced the team to work across disconnected systems.

Legacy platform frustration

Legacy platform frustration

BR Telco had outgrown Marquis. The team felt it was difficult to use, hard to change, and too dependent on vendor-side support for even basic requests, such as lists, counts, or reporting changes. Marquis support issues, strategist turnover, and slow turnaround on updates only added to that frustration.

Sensitive data migration

Sensitive data migration

The move also involved sensitive member data. Geear had to coordinate with BR Telco’s IT team, define the right files, columns, and identifiers, and ensure the data being brought into HubSpot would support accurate segmentation and automation.

Plus...

Once BR Telco saw what HubSpot could do for abandoned-application re-engagement, reporting, and functionality, the question was no longer whether to renew Marquis but whether HubSpot could become THE one platform.

“There really was no world where I was willing to give up HubSpot.”

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—Kristin Romero

Chief Experience Officer, BR Telco Credit Union

The Solution: 
A phased migration from Marquis to HubSpot

Geear approached the migration as two parallel workstreams,  data integration and workflow recreation, so planning could begin before every data dependency was fully resolved.
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1. Build the data foundation

Geear used Skyvia as the middleware layer and worked with BR Telco’s team to define the files, columns, and unique identifiers needed to bring member data into HubSpot accurately.

The biggest lift in the project was not the HubSpot build itself, but the data setup and mapping required to make the migration work.

Flow of Data - One Integration (5)

2. Translate raw data into marketing-ready data

BR Telco’s internal product codes were meaningful to IT, but not to marketers. Geear helped map those codes into usable categories such as loans and deposits, then built HubSpot workflows to assign those categories automatically so segmentation and enrollment logic would work correctly.

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3. Recreate legacy workflows in HubSpot

Geear began rebuilding BR Telco’s legacy member workflows in HubSpot before the final cutover. Because BR Telco was already using HubSpot for prospecting, the team had more runway to prepare emails, map logic, and build workflows before Marquis was retired.

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Geear's Phased Migration Approach: Marquee to HubSpot

Rather than switching everything on at once, Geear launched the most complex workflows first, monitored them closely, and then rolled out the rest in stages — reducing risk and validating logic at every step before full cutover.

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Workflows Migrated 

Geear created a document to help the client follow the order and the requirements needed for each workflow we planned to migrate from Marquee to HubSpot. Here is a list of all workflows migrated over.

  • Onboarding

    New direct BR Telco members

  • Indirect Onboarding

    New indirect CU members (triggering only the first time someone opens an indirect loan/membership)

  • Missing Qualifiers for Premier Interest

    Members who have a Premier Checking account but have not met the qualifiers for the benefits

  • Late on First Payment Notice

    Members who are late on their first payment

  • Youth Savings Age Out

    Members who are turning 18 and have a youth savings account

  • Student Checking Rollover

    Members who are turning 25 with a student checking account

  • Auto Runoff

    Members who have had an auto loan for a specific period of time (every auto loan that passes the time threshold)

  • Reboarding

    Members who have been with the CU between 2 and 6 years, haven’t had a transaction in 90+ days and haven’t opened a product in over a year.

  • Member Anniversary

    Member’s annual membership anniversary

  • Birthday

    Member’s birthday annually or Membership status is open

  • 21st & 40th Birthday

    Members turning 21 & 40

  • Engaged Member Cross-Sell

    Members who have been with the credit union for at least 12 months then open a new account or loan (1 per year occurrence)

  • Member Re-Engagement

    Members who have only 1 or 2 products and have been a member for at least 12 months

  • Thank You New Loan

    Members who open a new loan

  • Thank You New Deposit

    Members who make a large deposit into an existing deposit account

The Results: One platform, better visibility, and immediate cost savings

The clearest result is that BR Telco has now fully retired Marquis and consolidated member and prospect marketing into HubSpot. Even though reporting is still early, the operational and financial benefits are already visible.

3

platforms consolidated into one CRM tool

17

legacy member workflows rebuilt in HubSpot

$50K

year-one savings for BR Telco. ($70k year two estimated savings)

Operational access & independence

  • In Marquis, even simple list pulls or modified reports often required reliance on a vendor rep. In HubSpot, BR Telco has already completed training, built its own segment list, and can now log in to access, spot-check, and validate member criteria directly.
  • Kristin said that is the biggest immediate day-to-day difference.

Better usability for marketing

  • HubSpot’s email builder is more robust, more flexible, and easier to test than Marquis. BR Telco can now customize communications more easily and avoid many of the rendering and usability frustrations they experienced before.

More than just email

  • The migration also gave BR Telco access to landing pages, asset tracking, UTM-based campaign tracking, and roll-up visibility that did not exist in Marquis. That is why Kristin described HubSpot as becoming their “one-stop shop.”

Financial impact

  • Based on BR Telco’s evaluation, moving away from Marquis created a little over $50,000 in year-one savings and more than $70,000 in estimated year-two savings. Those figures include investment with Geear, data maintenance, and implementation costs, not just software pricing alone.

The Impact: A more manageable, more collaborative marketing platform

The biggest long-term impact is that BR Telco no longer has to manage member marketing in a platform they disliked or maintain a split setup across Marquis and HubSpot. The client’s goal for years had been to get everything into one place, and this migration achieved that.

One platform instead of three

One platform instead of three

HubSpot is now positioned to serve as BR Telco’s core marketing platform, replacing Marquis and reducing the complexity of juggling multiple systems.

More client control

More client control

BR Telco can now access data, review segments, and spot-check criteria directly in HubSpot rather than relying heavily on a vendor rep for basic visibility.

Better support and collaboration

Better support and collaboration

Geear acted as the bridge between marketing goals, data requirements, and HubSpot implementation. That mattered because the migration involved sensitive member data and a client team that had previously felt unsupported by its legacy vendor.

Stronger foundation for future growth

Stronger foundation for future growth

Even though the reporting setup is still early, BR Telco now has the platform foundation to build campaigns, refine segments, and expand its use of HubSpot beyond the limited use cases it had before.

AI Use in Focus

Current AI usage
During setup, Geear used HubSpot Breeze Assistant to create properties for a new custom object based on the agreed data-mapping spreadsheet. By feeding Breeze the property list, target object, and required formats, the team generated the required properties in roughly two minutes. The same task would otherwise have taken hours manually.

Why it mattered
This use of AI directly supported the migration process by reducing manual configuration time during a critical build phase. Instead of spending time on repetitive property setup, the team was able to move through the implementation faster and keep momentum on the broader platform migration.

In this case, AI delivered value not through content generation, but through faster technical execution inside HubSpot.

 

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Conclusion

By replacing Marquis with HubSpot, Geear helped BR Telco move away from a fragmented, frustrating platform setup and into a more collaborative, more flexible marketing environment.

The migration combined data integration, workflow recreation, product-code mapping, phased rollout, and close coordination with the client’s team to deliver a successful platform replacement with immediate operational improvements and meaningful cost savings already visible.